The concept of The Local Grill is reminiscent of 'the local butcher' – in an era when service was a personal pleasure, and not a "job"; knowing your customer's preference was a privilege; meat was cut to order, and the atmosphere was relaxed and an unpretentious around-the- corner 'pop in'. A local once described The Local Grill as "sausages wrapped in brown paper".
In keeping with the food concept, the décor of The Local Grill outlets is clean and simple lines, black and white mosaics, wooden floors and a blackboard displaying the days aged, and wine list.
The menu is unadorned and the emphasis is on natural, "field to fork", wholesome and preservative-free ingredients. The beef is aged on the premises, and diners are informed of the length of the ageing process – via display on the blackboard. The beef is cut to order, rubbed (steaks are seasoned with a blend of freeze dried herbs and spices) and finally brushed with salted butter while grilling. This method allows for the perfect infusion of flavours between steak and rub. The main dishes are served with either shoestring fries, pap and braai relish or mash and beef jus.
All chefs and waiters are taken through the beef procurement process and regular visits to the farms and production plants assist refining the process.
It is not unusual to be invited into the kitchen for a "beef appreciation" tour. The Parktown North restaurant has a unique AngeloPo demonstration test kitchen with a state of the art beef ageing cold room. The owners offer trips into this meat lovers paradise, where the passion for their business is shared.
Within the first year of operating the restaurant, it became clear that the market demands had become far more sophisticated, and that additional brands and added value were needed to give the concept the edge. A beef tasting, co-hosted by Farmers Weekly, was held at The Local Grill. Beef suppliers were selected through a process of tastings, which had assured "CONSISTENT BEST QUALITY", with Chalmar Beef being awarded best beef suppliers in Gauteng and Greenfields Beef the winner in tastings and customer feedback.
While perceived as a meat lover's paradise, the grilled calamari is served with sweet chilli jam and lemon butter cream is a firm local favorite. Venison, pork, lamb, fish and vegetarian dishes are prepared to order and complement the ever-changing menu.